 The first level of needs are the Physiological needs which are essential for us to survive.

So
this can include anything from air for breathing, water, food, sleep, shelter, and clothing.
 The second level of needs are the needs for Safety. The safety needs can include
personal security, safety of resources, safety of employment, safety in property and health. All
the safety needs are the basic needs for humans as well.
 The third level of Maslow’s Hierarchy of Needs is the need for Love; the need to belong, the
need to have friends and family. So this level of needs is called the social needs.
 The fourth level is the needs for Esteem, self-esteem. In this level, we like to feel confident
and have a sense of achievement in what we do. So this level is also called as the level of
respect. We like to gain respect from others in this level.
 The fifth level is called Self-actualization level. Self-actualization is basically our need for
wanting morality, a sense of morality, a need for acceptance and also creativity. In other words,
the level of self-actualization can be called as the level of our full potential.

1. Stated needs: A customer wants to buy a car and if he says he needs a car, then such need is
termed as STATED NEEDS.

2. Real needs: When the customer wants a car for actual need like he needs a car for going to
work with low operating costs, not low initial price, then such need is termed as REAL NEEDS.

3. Unstated needs: Customer also expects a good after-sales service from the dealer when
buying a car; such need is termed as UNSTATED NEEDS.

5. Delight needs: The customer would like the dealer to include a gift with the car such as a GPS
Navigation system or Music System to delight him, but he doesn’t clearly express that he wants
something with the car. That kind of need is termed as DELIGHT NEEDS.
6. Secret needs: Needs that the customer feels reluctant to admit; for example the
customer wants a car for the status symbol so that he can show his friends that he is a savvy
consumer (person who can spend his money wisely). But he feels uncomfortable to admit that
status is important to him. That kind of need is termed as SECRET NEEDS.
Responding only to the customer’s STATED NEED (“I need a car”) and does not attempt to
discover the customer’s REAL NEED (“I need a car with low operating cost”) will not be able to
fulfill the customer’s need. That’s why it is said that responding only to the stated need may
mislead the customer.

Therefore, as a marketer, you should attempt to discover the REAL NEED of the customer by
asking questions to him.

And also fulfilling not only to his REAL NEED, but also the other needs that he has
unspoken; UNSTATED NEED, DELIGHT NEED, and SECRET NEED.

In this way, you can develop a better relationship with your customer.
Wants: Specific objects to fulfill our needs

Wants are directed by our surrounding towards reaching certain needs. Therefore human’s wants
can be varied depending on each individual’s perception, environment, culture, and society.

For example, an American needs food but he may want a hamburger, fried potato and beer; a
Chinese needs food but he may want a bowl of noodle and a cup of hot tea.

With the development of the information technology, a lot of things have turned from the stage of
Wants to Needs. For example, Computers, Smart Phones, Internet, etc.

Therefore there come the criticisms that “marketing creates unnecessary needs, wants, and
demands.”, “marketers get people to buy things that they don’t want.” , etc.

In reality, marketers do not create needs. Human’s needs exist before the existing of
marketers. Marketers might promote some specific objects, and make people want those objects
for their needs.

For example, Marketers might promote the idea that an Insurance can satisfy a person’s need for
safety; they do not create the need for safety of human being.

After knowing the needs and wants, another most important thing that a marketer must know is
DEMANDS. Let’s study about it in the following topic.

DEMANDS: Willingness and ability to buy Wants and Needs

Needs or Wants turn to be Demands when a customer is willing and having the ability to buy
that needs or wants.

Factors Influencing Demands – Social & Emotional Factors

There are many factors influencing the demands of human. Those factors can be separated
into Social and Emotional factors as in the following:

Social factors: social factors can affect behavior and therefore demand for the different products.
Social factors can be generally categorized into three factors as following:
 Social awareness – the increasing in social awareness of our health can risk us from eating
junk food, drinking alcohol, smoking cigarettes, etc. affect the demand for those products.
 Social norms – social norms that are acceptable in society can affect the demand of the
products. For example, people start getting awareness about the global warming and reducing
the usage of plastic bags affect the demand for the plastic bags.
 Social pressures – The pressures influence on people by peers can affect the demand for the
products/ services as well. For example, social pressure on every child should be literate can
increase the demand of education services.
Emotional factors: Emotional factors of the customers can affect the demand for some products/
services as well. For example, after some major incidents, the demand for insurance can be
increased.

As a marketer, apart from knowing the factors influencing demands, you should also know the
demand states of your products.